December 1, 2015 Webinar: In the age of employee advocacy, your brand can be as powerful as your workforce is enthusiastic. If your workforce is motivated, engaged, and socially equipped, you can pull off an appropriate and successful employee advocacy program. In fact, if your organization is mid-sized and doesn’t have at its disposal the marketing tools larger outfits might have, internal brand advocates are often the most powerful and cost-effective marketing tool in your arsenal. Our new report on the current state of employee advocacy finds that 64% of advocates cite a workplace program as the reason for attracting new business, and 45% can directly attribute new revenue streams to formal programs. So while you might not be able to dedicate an entire team to implementing a program, it's good for business to assemble your core of informed, active, and proud employee advocates. A great employee advocacy program knows no size boundaries. In this webinar, join our panelists as they discuss: Statistics from our report, including why 84% of employee advocates say it's had a positive effect on their career; Why employee advocacy is word-of-mouth marketing at its best, and can give your brand an edge in the noisy marketplace; How to identify the most motivated and engaged employees and activate their personal drive on behalf of your organization; A content strategy that combines company and employee content for an authentic and relevant mix; And how to use employee advocacy to amplify your brand beyond the limits of its size.

1. Making The Case For
Employee Advocacy At
Your Firm
#SMTLive

2. #SMTLive
Thank You to Our Sponsor
@Dynamic_Signal

3. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

4. #SMTLive
Our Speakers
Jason Spencer is a social media community manager at Humana, a Fortune 100 company in Louisville, KY. He leads
Humana’s employee advocacy program and its social customer care strategy. Understanding consumers and social trends,
Jason leads employees to advocate for Humana, drive brand lift and increase positive brand sentiment. @JasonWSpencer
Arwen Heredia (formerly Petty) is the Content + Communications Manager and purveyor of light bloggery, tweets, and
nonsense at Spigit, the leading SaaS provider for crowdsourcing innovation headquartered in San Francisco. She lives in the
Bay Area with her husband, baby girl, and two cats who think they're people. @ArwenRenee
Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B
communities that connect large organizations with people they want to influence. As traditional media went digital, and the
internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to
corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey
Lee Frederiksen is the managing partner at Hinge and is a researcher and former tenured professor at Virginia Tech, where he
became a national authority on organizational behavior management and marketing. He left academia to start up and run
three high-growth companies and at Hinge, he leads the research team where they conduct studies of professional services
firms and provide research and strategy for clients. @HingeMarketing

5. #SMTLive
Maturity Level of Employee Advocacy Programs
Source: Understanding Employee Advocacy and Social Media,
Hinge & Social Media Today

6. #SMTLive
Over
96%identified benefits from
engagement on social media.
Source: Understanding Employee Advocacy and Social Media,
Hinge & Social Media Today

7. #SMTLive
Benefits Firms Receive from Employee Advocacy
Source: Understanding Employee Advocacy and Social Media,
Hinge & Social Media Today

8. #SMTLive
Firms with Employee Advocacy Programs Grow Faster
Source: Understanding Employee Advocacy and Social Media,
Hinge & Social Media Today

9. #SMTLive
Tools Used to Help with Engagement on Social Media
Source: Understanding Employee Advocacy and Social Media,
Hinge & Social Media Today

10. #SMTLive
Impact of Social Media on Career of Advocates
Source: Understanding Employee Advocacy and Social Media,
Hinge & Social Media Today

11. MAKING THE CASE
FOR EMPLOYEE ADVOCACY
AT SPIGIT
MAKING THE MOST OF THE
PEOPLE WHO KNOW YOUR
BUSINESS BEST
V1.0 10.22.2015
ARWEN HEREDIA
CONTENT + COMMUNICATIONS MANAGER

12. SPIGIT: SOFTWARE FOR CROWDSOURCING
INNOVATION
MARKET SHARE IN
INNOVATION MANAGEMENT
#1 MILLION USERS IN
150 COUNTRIES
4.5 GROWTH IN
CUSTOMERS’ TOP-LINE
$1B+ PATENTS DRIVEN
BY CUSTOMERS
200+
Gartner and Forrester
TRUSTED
BRANDS
TOP INNOVATION
PRACTICES
LIFE SCIENCES,
TECHNOLOGY
FINANCIAL SERVICES
INSURANCE
CONSUMER GOODS,
TELECOM, RETAIL
THESE COMPANIES BUILD THEIR
INNOVATION PRACTICES ON SPIGIT
GLOBAL FINANCE &
INSURANCE
LEADING
PHARMA & TECH

13. Strong brand with followers
on all major social channels
Employees with vast networks, both
professional and personal
Rich content worth sharing, in multiple formats
(case studies, videos, eBooks, etc.)
WHAT WE
STARTED WITH
WHAT WE
NEEDED
An easy way to get content in front of our employees
A way to prove to people that the content was relevant,
and could help them achieve their own goals
Demonstrate the real connection between content and
outcomes
A platform to help employees share content with
minimum effort
?
?
?
?

14. 14
GETTING BUY-IN:
THE WHO AND
WHY
Employees are front-line product experts with
networks of customers, prospects, and thought
leaders
Employees are a critical resource of industry/
competitor expertise, but are widely underused
Employees know your business best, and are
aware of challenges, change, and opportunities
Research: employee advocacy = 90% better growth
than competitors*/ are 52-60% more
trustworthy**
Promotes a transparent + collaborative culture,
helps break down silos and promote innovation
Involving employees in brand awareness = higher
employee engagement, leading to 87% reduction
in turnover + 20% improved performance
Ensures messaging + voice consistency,
reducing confusion and nurturing brand
ambassadors
Sources: Gallup Research, Edelman Trust Barometer 2015, Corporate Leadership Council

15. RESULTS
Tailored
Avg. # of Shares
Across Channels
(per month)
15 > 415
Avg. # of Total
Impressions (per
month)
Employee
Participation
3.5k > 255k4% > 60%
The Results!
HOW WE
DID IT
EXECUTIVE
BUY-IN
CONSISTENT
DRUM BEAT
CLEAR
INCENTIVES
GENUINE +
PERSONAL
COMMS

16. Jason W. Spencer
Community Manager, Humana Inc
Enterprise Social Media Team
Twitter - @JasonWSpencer
In/JasonSpencer100

17. #SMTLive
Humana Advocates – Employee Advocacy Program
• Our challenge: Humana wanted to amplify their Bold
Goal - The communities we serve will be 20% healthier by 2020
because we make it easy for people to achieve their best health
- by enabling employees to share content with their
social networks. Humana has changed over time from
nursing homes, hospitals, and insurance to a health and
well-being focus. The major industry challenges were to
amplify the brand, build trust with consumers and stay
within FTC regulations.

18. #SMTLive
Results & Highlights
• Employees must attend 1 hour training session
• Started with 70 employees
• Open to all 50,000+ employees in August
• 7K shares from employee advocates; 14K Clicks; 4K
reactions
• 3M impressions/potential reach
• 80% industry content and 20% branded content, but
equal amounts of reactions for both
• 6% of all Brand Mentions

19. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

20. #SMTLive
Our Speakers
Jason Spencer is a social media community manager at Humana, a Fortune 100 company in Louisville, KY. He leads
Humana’s employee advocacy program and its social customer care strategy. Understanding consumers and social trends,
Jason leads employees to advocate for Humana, drive brand lift and increase positive brand sentiment. @JasonWSpencer
Arwen Heredia (formerly Petty) is the Content + Communications Manager and purveyor of light bloggery, tweets, and
nonsense at Spigit, the leading SaaS provider for crowdsourcing innovation headquartered in San Francisco. She lives in the
Bay Area with her husband, baby girl, and two cats who think they're people.@ArwenRenee
Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B
communities that connect large organizations with people they want to influence. As traditional media went digital, and the
internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to
corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey
Lee Frederiksen is the managing partner at Hinge and is a researcher and former tenured professor at Virginia Tech, where he
became a national authority on organizational behavior management and marketing. He left academia to start up and run
three high-growth companies and at Hinge, he leads the research team where they conduct studies of professional services
firms and provide research and strategy for clients. @HingeMarketing

21. #SMTLive
Thank You to Our Sponsor
@Dynamic_Signal

22. #SMTLive
Upcoming Webinar
December 3rd
Is Social Media Worth Multi-Million Dollar
Investment? Using Social Listening to
Determine the ROI of Social Media